Promotion课件.pptVIP

Promotion Focus Promotion Advertising Sales promotion Personal selling Public relation Promotion Promotion is one of the major elements of the marketing mix of the business. It’s a form of persuasive communication, informing, and influencing the consumer’s purchase decision. There are many different tools used by business to enhance the image of the product. Promotion is an important part of a business strategy in surviving today’s competitive marketplace. Objectives of Promotion Provide information to consumers and others; Increase demand; Differentiate a product; Accentuate a product’s value; Build up brand equity Advertising Paid, non-personal communication through various media by a business firm, not-for-profit organization, or individual identified in the message with the hope of informing or persuading members of a particular audience. Advertising is a mass-mediated communication. It can reach large numbers of consumers who are geographically dispersed. Products can be dramatized through the use of color, sound and visual. It is effective at building awareness and knowledge for the product. Effective, Economic, Efficiency Catalogs of Advertising According to the different objectives, an advertising program can be classified into three catalogs: Informative advertising Persuasive advertising Reminding advertising Informative advertising It’s used to inform consumers about a new product or feature and to build primary demand. It’s highly used in the pioneering period. It often explains how the product works, describes available services, reducing buyers’ fears and building a company image. Persuasive advertising It’s used to build selective demand for a brand by persuading consumers that it offers the best quality for their money. It’s about building brand preference, encouraging switching to the brand. Reminder advertising It’s for mature product. The object is to remind people about the brand. Where is the way of ad out? Popular stars Authorities